Efnisyfirlit

• Strategic Brand Management
• Contents
• Guided tour
• Preface
• About the authors
• Authors’ acknowledgements
• Publisher’s acknowledgements
• Part I Opening perspectives
  • Brands and brand management
    • Preview
    • What is a brand?
    • Why do brands matter?
    • Can anything be branded?
    • What are the strongest brands?
    • Branding challenges and opportunities
    • The brand equity concept
    • Strategic brand management process
    • Chapter review
    • Discussion questions
    • References and notes
• Part II Identifying and establishing brand positioning and values
  • Customer-based brand equity
    • Preview
    • Customer-based brand equity
    • Making a brand strong: brand knowledge
    • Sources of brand equity
    • Four steps to building a brand
    • Brand building blocks
    • Creating customer value
    • Chapter review
    • Discussion questions
    • References and notes
  • Brand positioning
    • Preview
    • Identifying and establishing brand positioning
    • Positioning guidelines
    • Defining and establishing brand mantras
    • Chapter review
    • Discussion questions
    • References and notes
• Part III Planning and implementing the brand marketing programme
  • Choosing brand elements to build brand equity
    • Preview
    • Criteria for choosing brand elements
    • Options and tactics for brand elements
    • Putting it all together
    • Chapter review
    • Discussion questions
    • References and notes
  • Designing marketing campaigns to build brand equity
    • Preview
    • New perspectives on marketing
    • Product strategy
    • Pricing strategy
    • Channel strategy
    • Chapter review
    • Discussion questions
    • References and notes
  • Integrating marketing communications to build brand equity
    • Preview
    • New media
    • Overview of marketing communication options
    • Developing integrated marketing communication campaigns
    • Chapter review
    • Discussion questions
    • References and notes
  • Using secondary brand associations to build brand equity
    • Preview
    • Conceptualizing the process
    • Company
    • Country of origin and other geographic areas
    • Channels of distribution
    • Co-branding
    • Licensing
    • Celebrity endorsement
    • Sporting, cultural and other events
    • Third-party sources
    • Chapter review
    • Discussion questions
    • References and notes
• Part IV Measuring and interpreting brand performance
  • Developing a brand equity measurement and management system
    • Preview
    • The new accountability
    • The brand value chain
    • Brand audits
    • Designing brand tracking studies
    • Establishing a brand equity management system
    • Chapter review
    • Discussion questions
    • References and notes
  • Measuring sources of brand equity: capturing the customer mindset
    • Preview
    • Qualitative research techniques
    • Zaltman Metaphor Elicitation Technique
    • Quantitative research techniques
    • Comprehensive models of consumer-based brand equity
    • Chapter review
    • Discussion questions
    • References and notes
  • Measuring outcomes of brand equity: capturing market performance
    • Preview
    • Comparative methods
    • Holistic methods
    • Chapter review
    • Discussion questions
    • References and notes
• Part V Growing and sustaining brand equity
  • Designing and implementing branding strategies
    • Preview
    • Brand architecture
    • Brand hierarchy
    • Designing a branding strategy
    • Using cause marketing to build brand equity
    • Chapter review
    • Discussion questions
    • References and notes
  • Introducing and naming products and brand extensions
    • Preview
    • New products and brand extensions
    • Advantages of extensions
    • Disadvantages of brand extensions
    • Understanding how consumers evaluate brand extensions
    • Evaluating brand extension opportunities
    • Extension guidelines based on academic research
    • Chapter review
    • Discussion questions
    • References and notes
  • Managing brands over time
    • Preview
    • Reinforcing brands
    • Revitalizing brands
    • Adjustments to the brand portfolio
    • Chapter review
    • Discussion questions
    • References and notes
  • Managing brands over geographic boundaries and market segments
    • Preview
    • Rationale for going international
    • Advantages of global marketing campaigns
    • Disadvantages of global marketing campaigns
    • Standardization versus customization
    • Global brand strategy
    • Building global customer-based brand equity
    • Chapter review
    • Discussion questions
    • References and notes
• Part VI Closing perspectives
  • Closing observations
    • Preview
    • Strategic brand management guidelines
    • What makes a strong brand?
    • Special applications
    • Future brand priorities
    • Chapter review
    • Discussion questions
    • References and notes
• Index
• Back Cover

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